Project
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Tommee Tippee
Project Information
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Tommee TippeeBrand reinvention
Studio/Client
Sunshine
Capacity
Creative Director
Creative team
Al MacCuish Jack Plant Clemmie Telford Flo Allday Michaela Hope
Discipline
Branding System Brand Architecture Brand Narrative Cultural Strategy Brand Book Tone Of Voice Art Direction Packaging Typography Motion
The brief/solution
To reaffirm Tommee Tippee as market leaders, differentiating the brand in a saturated market. We aimed to streamline, elevate, re-engage engineering credentials, and appeal to a fresh audience.
If I don’t feel scared after every meeting, we aren’t pushing this hard enough Steve Parkin / CEO Tommee Tippee
Established in 1965, British-owned Tommee Tippee, have long been legacy leaders in the baby care market. Tommee Tippee reached out to Sunshine in 2023 to help clarify, crystallise and communicate the core brand architecture and narrative as it moved towards a new era.
Our solution retained heritage while embracing modernity, we became aspirational yet approachable. Establishing expertise in parent care, we embraced elevated design, anticipation, and a new tone of voice. Introducing a brand new heritage mark, a navigational colour-coded design system, iconic key line images of a curated portfolio marked a paradigm shift in our approach.
When it comes to language we like to keep things concise, straightforward, and assured. Our audience are parents and we speak them to as intelligent adults. Concise, positive and practically minded, we focus on helpful information delivered in a open, upbeat and empathetic way. Expertise distilled in a manner that can be understood and actioned, even whist jiggling a baby on the hip.
